Negative customer engagement behaviour: the interplay of intensity and valence in online networks

Azer, J. and Alexander, M. (2020) Negative customer engagement behaviour: the interplay of intensity and valence in online networks. Journal of Marketing Management, 36(3-4), pp. 361-383. (doi: 10.1080/0267257X.2020.1735488)

[img] Text
208920.pdf - Accepted Version



Recent marketing and service research highlights the detrimental impact of negative customer engagement behaviour (CEB) in online social networks. Nevertheless, the extant literature captures the impact of what customers say about service providers in their negative reviews and fails to provide any understanding of different intensity levels of negative engagement. This article marks the first attempt to provide a more nuanced view of negative CEB by investigating the impact of six forms of negatively valenced influencing behaviour (NVIB) using two online experiments. Our results provide new insights into intensity levels of NVIB and how they are moderated by positive reviews. Practically, this paper addresses one of the challenges for service providers in managing NVIBs, centred on understanding the heterogeneity of its forms. The results suggest that managers use semantic tools to detect the intensity levels of NVIB and to prioritise handling and/or mitigating the more intense NVIBs when they occur.

Item Type:Articles
Glasgow Author(s) Enlighten ID:Azer, Dr Jaylan
Authors: Azer, J., and Alexander, M.
Subjects:H Social Sciences > H Social Sciences (General)
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:Journal of Marketing Management
Publisher:Taylor & Francis
ISSN (Online):1472-1376
Published Online:11 March 2020
Copyright Holders:Copyright © 2020 Westburn Publishers Ltd.
First Published:First published in Journal of Marketing Management 36(3-4): 361-383
Publisher Policy:Reproduced in accordance with the publisher copyright policy

University Staff: Request a correction | Enlighten Editors: Update this record